Exhibitors Herald (Dec 1921 - Mar 1922)

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March 25,. 1922 EXHIBITORS HERALD 51 TWO of the window displays procured by R. P. Whitfield, of the Lyric theatre, San Angelo, Tex., in connection with his campaign for United Artists' "Way Down East." Mr. Whitfield's second letter on the subject is presented in this issue. that crumple profitably. And. with us, they will look forward to your account of its successful culmination. W. R. W. * * * THEATRE EDITOR, Exhibitors Herald. Dear Sir: I was very much pleased to see my "Over the Hill" lobby published in your issue of the 25th and am sending you some more photos on "Saturday Night" and "Sky High." The "Saturday Night" lobby uses the same front, almost, as the "Over the Hill" lobby. The lobby was made on the question idea, as shown in the photos. On one side was pasted the six-sheet showing the bathing scene. Some beaver board bubbles at the top concealed a colored light which lit up the whole scene. The other side was a Coney Island scene which I had to paint, as there were no posters on this. The lower part of this was set out from the back and white lights placed behind the buildings in the front part, which had small holes punched along their outlines, giving the appearance of being outlined in small lights. The "Sky High" display was built above the box office and consisted of a back piece on which was painted the Grand Canyon. The front piece is painted ground and rocks, the cutout being a part of the front piece. This was set out about ten inches from the back and four colored lights were placed behind it. The effect was great and the work was such as anyone can do, as the posters give you the colors and all you have to do is to daub them on. The best thing any exhibitor can do is to get paint and a brush and beaver board and get busy if he expects to get what little money there is now. Sincerely yours, FLOYD D. MORROW, Nelson Theatre, Fairmont, W. Va. DEAR MR. MORROW: You make it sound very simple when you say "the posters give you the colors and all you have to do is to daub them on," but the photographs show that no mere daubing produced them. Why hide your light under a bushel? Our guess is that long endeavor equipped you to turn out stuff of the demonstrated calibre. Your last paragraph, telling how to get what little money is now to be had, should encourage a great many exhibitors to follow your example. Thanks for permitting us to place before them your very good object lesson. It is our opinion that no real determination to economize through reservation of theatre support exists. People deny themselves amusement last, considering it essential. Yet the theatre suffers, due to the contagion of retrenchment. Good advertising counteracts this influences. W. R. W. pLOYD D. MORROW, Nelson theatre, Fairmont, W. Va., describes in his letter, presented herewith, his frontal advertising for "Saturday Night" and "Sky High," photographically represented above and below. f ARRY Semon's Vitagraph comedy, "The Sawmill," was exploited in the manner shown ebove by G. A. Rea, manager of the Forum theatre, Hillsboro, O. The stunt is inexpensive, picturesque and therefore adaptable.